Thinking About Growth:
Lessons (and mistakes) learned along the way
Jared Fliesler | @JaredSF
About Me***

0

2
Growth Tactics Thinking***

0

3
Basic Growth Funnel***

Get Users
Activations/Sign-ups

Keep Users
Engagement & Retention

Reactivate
Prevent Attrition

0...
Initial vs. On-Going Growth***
INITIAL: Directional
All new initiatives, products, and
services

•
•
•
•

Analyze product ...
Initial Growth
*
Product - Metric - Concept - Test & Measure
Product: Analyze Core Product***
CORE PRODUCT LOOP (ex. Square)

Do nothing
Sign-up
Tell a friend / share
Another transact...
Metric: Define Core Growth Metric***
QUANTITY + QUALITY

GOOD USERS

KEY DRIVERS

SUCCESS
0

8
Metric: Define Core Growth Metric***

0

9
Metric: Define Core Growth Metric***
SELECTING A CORE METRIC: USER VALUE

MONEY

VIEWS

CONTENT

OTHER USERS

1

0
Metric: Define Core Growth Metric***
SELECTING A CORE METRIC: USER VALUE

MONEY

• Processed $A
• Transaction $B

VIEWS

•...
Concept: Categories + Tactics***
How have products like mine grown in the past?
!
!

How are products like mine growing to...
Concept: Categories + Tactics***

Similar Product

Similar Audience

• Credit card processing
• Point of sale
• Loyalty pr...
Concept: Categories + Tactics***

+

1

4
Concept: Categories + Tactics***

+

+XX%

1

6
Test & Measure***
A/B Test

• Single variable vs. multiple variables
• Quantity + quality (growth metric)
• Monitor the su...
On-Going Growth
*
Iterate - Optimize.
On-Going Growth***
Iteration (coarse)

Optimization (granular)

• Start with breadth over depth
• Take away lessons from e...
Miscellaneous
*

Growth Teams - LTVs - Design & Data - Growth Edge
Miscellaneous***
• Growth Teams: Think twice about creating a separate growth team.
!

• LTVs:

Keep your metrics honest b...
Q&A
*
Thinking About Growth: Lessons (and mistakes) learned along the way
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Thinking About Growth: Lessons (and mistakes) learned along the way

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Jared Fliesler shares insights on growth lessons learned from Square, Google, & Slide to the Dec 10th 2013 San Francisco Agile Marketing Meetup.

Thinking About Growth: Lessons (and mistakes) learned along the way

  1. 1. Thinking About Growth: Lessons (and mistakes) learned along the way Jared Fliesler | @JaredSF
  2. 2. About Me*** 0 2
  3. 3. Growth Tactics Thinking*** 0 3
  4. 4. Basic Growth Funnel*** Get Users Activations/Sign-ups Keep Users Engagement & Retention Reactivate Prevent Attrition 0 4
  5. 5. Initial vs. On-Going Growth*** INITIAL: Directional All new initiatives, products, and services • • • • Analyze product loops Define core growth metric Build list of concepts (areas of focus) + an initial set of tactics in each Prioritize tactics based on expected impact. Execute, test and measure. ON-GOING: Approach & Delivery All previous tactics that survived initial stage Iterate (coarse): Gain insight on what concepts move the needle. Reprioritize. Expand tests. ! Optimize (granular): Gain insight on which tactics work. 80/20. Next tactic or next concept? 0 5
  6. 6. Initial Growth * Product - Metric - Concept - Test & Measure
  7. 7. Product: Analyze Core Product*** CORE PRODUCT LOOP (ex. Square) Do nothing Sign-up Tell a friend / share Another transaction Transaction Signature GROWTH = FUEL ≠ FIRE Receipt BUILD COMMUNITY 0 7
  8. 8. Metric: Define Core Growth Metric*** QUANTITY + QUALITY GOOD USERS KEY DRIVERS SUCCESS 0 8
  9. 9. Metric: Define Core Growth Metric*** 0 9
  10. 10. Metric: Define Core Growth Metric*** SELECTING A CORE METRIC: USER VALUE MONEY VIEWS CONTENT OTHER USERS 1 0
  11. 11. Metric: Define Core Growth Metric*** SELECTING A CORE METRIC: USER VALUE MONEY • Processed $A • Transaction $B VIEWS • C Transactions • D Receipts OTHER USERS • E Sign-Ups Post Payment • F Direct Referrals 1 1
  12. 12. Concept: Categories + Tactics*** How have products like mine grown in the past? ! ! How are products like mine growing today? ! ! How are the most popular products with my audience growing today? 1 2
  13. 13. Concept: Categories + Tactics*** Similar Product Similar Audience • Credit card processing • Point of sale • Loyalty programs • Low cost hardware • Phone accessories • Other financial services • Daily Deals: Groupon and offerings LivingSocial • Yelp • OpenTable • QuickBooks • SMB credit card terminals • Local advertising 1 3
  14. 14. Concept: Categories + Tactics*** + 1 4
  15. 15. Concept: Categories + Tactics*** + +XX% 1 6
  16. 16. Test & Measure*** A/B Test • Single variable vs. multiple variables • Quantity + quality (growth metric) • Monitor the surrounding metrics Use Tools • You don’t need to build everything • A/B testing, in-app testing, events, etc. • Start here, build only when you have to 1 7
  17. 17. On-Going Growth * Iterate - Optimize.
  18. 18. On-Going Growth*** Iteration (coarse) Optimization (granular) • Start with breadth over depth • Take away lessons from every • Expand your tactics for areas test • Expand your areas for testing • Remember your core growth that move the needle • 80/20 - new areas vs. new tactics • Don’t forget the greater context metric 1 9
  19. 19. Miscellaneous * Growth Teams - LTVs - Design & Data - Growth Edge
  20. 20. Miscellaneous*** • Growth Teams: Think twice about creating a separate growth team. ! • LTVs: Keep your metrics honest by rolling in all costs and don’t forget virality. ! • Design & Data. Both are important. Define the primary and secondary objectives. Set guidelines ahead of time vs. micromanaging after. After running your tests, consider both the data and the overall brand ! • Growth Edge: Unique channels and/or performance in a given channel are key. What can you do better than anyone else? 2 1
  21. 21. Q&A *

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